Motive Intelligence Achieves $5 Million Export Success with Targeted Advertising

Focusing on Advanced Auction-Based Real-Time and Automated Advertising Technology
Accumulated Investment of 17.5 Billion Won Raised... 30 Billion Won Revenue Expected This Year
Expansion to Mobile, PC Web, and TV Advertising... IPO Planned for Next Year

"Our motto has always been to deliver ads to every device connected to the internet."

Yang Jun-mo, CEO of Motive Intelligence (photo), said this in an interview with Asia Economy on the 14th. Motive Intelligence is a platform company that delivers targeted ads based on data from mobile to TV. Last year, the company changed its name from Onnuri DMC to Motive Intelligence, setting a goal to grow from a local company to a global player. The company was able to secure a leading position in the market by possessing all the platforms and advanced technologies necessary for programmatic services that connect advertisers to consumers. With annual sales of 15.1 billion KRW last year and expected sales in the 30 billion KRW range this year, the company has been steadily breaking its own sales records every year.

Programmatic advertising is an auction-based real-time automation technology that connects media seeking ads with advertisers who want to post ads. In particular, by analyzing data, it enables customized ads tailored to individual consumers' high interests and preferences, increasing efficiency.

Founded in 2014, Motive Intelligence recently raised 10 billion KRW in Series C funding, bringing total investments to 17.5 billion KRW. CEO Yang said, "This was possible because our vision resonated with investors," adding, "We have focused on advancing our technology despite trial and error." He emphasized that generating profits is also important for sustainable growth. The company achieved $5 million in exports last year and expects $7 million this year. An initial public offering (IPO) is planned for next year.

Motive Intelligence started with mobile and PC web and expanded its programmatic domain to the TV advertising market in 2017. They commercialized real-time auction-based programmatic TV advertising services through SK BTV. By partnering with SK Telecom, they collect consumer groups by combining IPTV (SK Broadband) viewing history, 11th Street product purchase tendencies, and T map destination data to deliver targeted ads.

CEO Yang explained, "We connect the ad IDs from mobile apps with TV set-top box IDs to broadcast ads that consumers are likely to want." He added, "Currently, targeted ads are delivered when watching VOD services on IPTV, and in the second half of this year, this will extend to live broadcasts." He also assured that consumers' personal information held by telecom companies is strictly protected during this process.

Yang said, "We mainly deal with large advertisers like Coupang who aim to maximize efficiency when advertising." This was also a reason for achieving high performance despite the COVID-19 pandemic last year. He noted, "If our main advertisers had been small business owners or in the travel and accommodation sectors, they would have been hit by COVID-19, but commerce companies account for 30%, and large corporations and global companies like Samsung Electronics and Hyundai Motor have a significant share." However, Yang pointed out, "The domestic advertising market grew from 9 trillion KRW in 2000 to 13 trillion KRW last year, which is not a significant increase compared to overall economic growth," adding, "For the advertising market to mature, the middle and lower classes need to become more substantial."

CEO Yang has worked in IT companies and entered the startup scene in 2000, gaining diverse experience including system integration (SI) work. He said, "Organizational and personnel management are more important than the startup idea itself," emphasizing, "I focus on creating an environment where members do not clash and can demonstrate their unique abilities." He also stated, "I only receive reports afterward and do not require prior approvals. If employees had to get approval for every small mistake, they would become inhibited and unable to work proactively." He highlighted his role as CEO is to respond quickly to the rapidly changing global market and trends and to discover promising markets.

To younger entrepreneurs dreaming of starting a business, he advised, "Now is the best time for young people to create wealth through startups," adding, "Our country has a well-established startup ecosystem support system, including re-startup support programs." He himself is a beneficiary of the 'Restart Support Fund,' which requires prior experience of business closure or bankruptcy to receive investment. He encouraged, "If you have a firm dream, don't fear failure and take on the challenge of starting a business."